Converting Members to Personal Training Clients

Project Overview

David Lloyd Health Clubs is Europe’s leading health, sport and leisure group, with 133 clubs across the UK & Europe, offering a comprehensive range of facilities and services designed to promote active lifestyles and holistic wellness. One of these services being their Personal Training, which they aim to increase the numbers of bookings for.

Project Solution

We partnered with David Lloyd Clubs to create and launch five new PT campaigns for 2024. The aim of these campaigns were to boost the volume of PT session bookings on the app. The campaigns needed to be aspirational yet inclusive, showcasing the benefits of PT sessions and emphasising long-term relationships, improvements on mental wellbeing, and reducing barriers to booking PT sessions. We completed this through compelling video marketing and powerful photography. We kept David Lloyd’s brand identity at the front of our minds to guarantee that the style of shots and framing, whether that be video or photo fit their branding.

 

 

 

 

 

Our production team travelled to multiple clubs all over the country, set up the cameras and lighting on the gym floor, and utilised real DLC members, with their actual personal trainer to create a more organic resonance. This also helped both the members and the PTs to relax whilst on camera, allowing us to capture real moments of bonding, to really help accentuate the message of how beneficial PT can be to someone.

By the end of post-production we had developed a range of marketing assets for a multi-channel marketing approach tailored to David Lloyd Clubs’ needs:

• In club screens – Inspiring visuals promoting PT’s transformative benefits
• Printed Media – A4 poster and AO board design.
• Social Media Campaigns – Heartfelt stories to showcase the journey PT can take someone on.
• App Imagery – Engaging visuals in the DLC app to spotlight personal training experiences.